Site Logo
The Site Logo is the “brand” of the website that captures your business in a single graphic/visual. The Primary Logo always take preference. Where the Primary Logo can’t be used, the Secondary Logo will take its place.
Site Icon
The Site Icon is the “bookmark” for your website as it appears in the browser tab.
Colour Palette
The Primary Colour is the main “look and feel” of your website and your business. The Secondary Colour(s) act to complement the Primary Colour.
It is recommended that the Primary Colour and Secondary Colour(s) complement the Site Logo and Icons for better design consistency.
Primary Colour
Primary
"Deep Blue"
HEX: #004E95
RGB: (0, 78, 149)
Secondary Colour(s)
Secondary
"Grey"
HEX: #BCBEC0
RGB: (188, 190, 192)
Tertiary
"Dark Grey"
HEX: #808285
RGB: (128, 130, 133)
Background
"White"
HEX: #FFFFFF
RGB: (255, 255, 255)
Accent
"Sun Yellow"
HEX: #FFCD00
RGB: (255, 205, 0)
Typography
Font Size generally conveys relative importance. The bigger the size of the font, the bigger its relative importance.
Font Colour generally highlights the purpose of the text. Primary and Secondary colours are used for Headings and supporting text. Text colour is used for body text, and Accent colour is used for Call-To-Action elements such as buttons.
Font Styling generally follows the corresponding match in Font Colours.
Font Colours
Primary
Secondary
Text
Accent
Secondary Text on Primary
Secondary Text on Secondary
Secondary Text on Tertiary
Secondary Text on Quaternary
Secondary Text on Accent
Font Styling
Primary
Secondary
Text
Accent
Buttons
In virtually every case, buttons are the element with which your website visitors interact with in order for them to take the desired Call-To-Action.
The Primary Call-To-Action is the main “money-making” action you want your visitors to take. The Secondary Call-To-Action is (generally) anything that guides/encourages the visitor towards taking the aforementioned main action.