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.
C83 M49 Y0 K0
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.
C100 M78 Y45 K42
C40 M100 Y44 K23
Pantone Cool Gray 8C
C58 M43 Y30 K3
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.
C178 M80 Y64 K1
C0 M61 Y94 K0
C64 M28 Y0 K0
C0 M19 Y90 K0
C56 M60 Y0 K0
C77 M0 Y71 K0
C0 M70 Y0 K0
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 sas.com 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.
Light Blue #85CBFD
Blue (Primary) #0378CD
Gray (Neutral) #768396
Web Accent Colors
Use sparingly. Accent colors are restricted for very limited use on sas.com websites.
Acceptable uses include headline text, icons, graphics and in small fields of color to separate content.
Appropriate uses: Calls-to-action, buttons, arrows