“Color creates emotion, triggers memory, and gives sensation.“

– Gael Towey

Color is one of the primary building blocks of our visual identity.
More than any other component, it helps us express our brand personality.

The colors we choose reflect the complexion of our company. Our classic and grounding colors represent our legacy: Smart, stable, and strong, we have grown steadily and earned ­customer ­confidence for more than 40 years. Our new vibrant palette symbolizes who we are now and where we are going: Modern and innovative, SAS is headed toward a bright, global future. Our people and our ­customers are as diverse as our colors. Our new product interfaces are visually rich.

Classic SAS Blue

A core, long-standing part of our visual identity. We use it for:

  • corporate logos
  • identity materials
  • corporate art
  • partner collateral
  • business communications

Our entire color palette complements our classic blue.

Pantone 285
C83 M49 Y0 K0


Grounding Colors

Our grounding palette provides a base component that supports a wide array of visual compositions, illustrating the core reliability and stability of SAS. It can be the dominantor supporting color in a design, but a grounding color should always be present, except for on corporate identity material, where classic SAS blue can be used alone.

Pantone 7463
C100 M78 Y45 K42

Pantone 235
C40 M100 Y44 K23

Pantone Cool Gray 8C
C58 M43 Y30 K3


Vibrant Colors

Our vibrant colors are energetic and inviting, step to the foreground and stand out. They signify action, change and progress. They convey promising possibilities. And, they represent a diverse, global SAS community.

Pantone 178
C178 M80 Y64 K1

Pantone 1575
C0 M61 Y94 K0

Pantone 279
C64 M28 Y0 K0

Pantone 122
C0 M19 Y90 K0

Pantone 2665
C56 M60 Y0 K0

Pantone 339
C77 M0 Y71 K0

Pantone 232
C0 M70 Y0 K0

Pantone 3252
C63 M0 Y25 K0



Gradient colors can be useful in color blocks and larger coverage areas. Below are some suggestions for gradients using vibrant colors and shades from our color palette. If you use the radiance illustration (page 38 of the brand creative guide), the radiance should appear in the lighter part of the gradient.


Web Safe Colors

We strive for Level AA accessibility compliance on the website. To achieve this, slight adjustments to the color formulas above are required. If you are designing for a SAS-owned website, be sure to use the web-safe formulas as indicated. (Not all colors have web-safe equivalents.)


Primary Web Colors

SAS web properties use Web Cobalt to indicate links; some text copy; and background color when copy is reversed to white. Web Orange indicates calls to action; buttons; and arrows. White text should not be reversed out of Web Orange.

Midnight #012036

Sky #44AFFC

Denim #013459

Light Blue #85CBFD

Cobalt #024F87

Powder #EAF6FF

Blue (Primary) #0378CD

Talc #F4FAFF

Azure #0C97FB

Charcoal #283138

Smoke #CDD1D8

Ash #3D4550

Slate #E9ECEF

Steel #636F80

Pebble #F2F3F5

Gray (Neutral) #768396


Platinum #B0B7C2

Black #000000

Web Accent Colors

Use sparingly. Accent colors are restricted for very limited use on websites.
Acceptable uses include headline text, icons, graphics and in small fields of color to separate content.

Yellow #FFCC32

Teal #238A92

Bordeaux #86134F

Green #17785F

Action Color

Appropriate uses: Calls-to-action, buttons, arrows

Purple #604EAD

Aqua #39DEE2

Orange #FF8224

Red #DD5757

Pink #FF6FBD

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