Color
Color expresses a brand’s mood. Before people read a single word, they see and feel it. Color stirs emotion instantly. Use it to evoke feeling. SAS isn’t a one-dimensional, one-color company. We’re a global brand with a diverse yet cohesive color system that expresses our personality across cultures and contexts.
Brand Color Palette
The SAS classic blue serves as the primary color across all SAS experiences. Additional colors are used sparingly and purposefully. The SAS midnight blue is used in in the SAS logo and in our software’s dark theme.
Shades
SAS Classic Blue
RGB 3/120/205
HEX #0378CD
C83 M49 Y0 K0
HEX #0063B3
HEX #004C90
SAS Midnight Blue
RGB 4/48/75
HEX #04304b
C 100 M78 Y45 K42
HEX #002543
Tints
SAS Classic Blue
RGB 3/120/205
HEX #0378CD
C83 M49 Y0 K0
HEX #369BE9
HEX #6CBBFC
HEX #A2D8FF
HEX #D7F1FF
Tints
SAS Slate
HEX #768396
HEX #909DAF
HEX #ACB8C6
HEX #C9D2DC
HEX #E8ECF1
White
RGB 255/255/255
HEX #ffffff
C0 M0 Y0 K0
Vibrant Color Palette
A spectrum of vibrant colors helps us communicate and evoke emotion. They set a tone and tell a specific story. The vibrant colors add richness to our work and complement the brand color palette. They are used in our graph colors and our imagery.
White space isn’t always white. Use an open background with a simple layout that is not cluttered with too many design elements.SAS blue should be used in every palette. We can use blue to create hierarchy and balance within the composition.. To create a palette that feels like SAS, avoid adding more than two vibrant colors beyond. Too many vibrant colors can feel chaotic or silly.
Secondary Colors
SAS Red
RGB 221/87/87
HEX #dd5757
C9 M80 Y64 K1
SAS Orange
RGB 255/130/36
HEX #ff8224
C 0 M61 Y94 K0
SAS Teal
RGB 42/209/209
HEX #2ad1d1
C63 M0 Y25 KO
Tertiary Colors
SAS Violet
RGB 148/113/255
HEX #9471ff
C56 M60 Y0 K0
SAS Green
RGB 21/181/123
HEX #15b57b
C77 M0 Y71 K0
SAS Yellow
RGB 255/204/50
HEX #ffcc32
C0 M19 Y90 K0
Gradients (45° angle)
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.
