“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 Color Chip

Pantone 285


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.

Midnight Color Chip

Pantone 7463

Burgundy Color Chip

Pantone 235

Slate Color Chip

Pantone Cool Gray 8C




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.

Red Color Chip

Pantone 178

Orange Color Chip

Pantone 1575

Blue Color Chip

Pantone 279

Yellow Color Chip

Pantone 122

Violet Color Chip

Pantone 2665

Green Color Chip

Pantone 339

Pink Color Chip

Pantone 7455

Teal Color Chip

Pantone 3252



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.

SAS Brand Color Gradients


Web Safe Colors

We strive for Level AA accessibility compliance on the website. To achieve this, slight adjustmentsto 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.

Web Primary Color #012036

Midnight #012036

Web Primary Color #44AFFC

Sky #44AFFC

Web Primary Color #013459

Denim #013459

Web Primary Color #85CBFD

Light Blue #85CBFD

Web Primary Color #024F87

Cobalt #024F87

Web Primary Color EAF6FF

Powder #EAF6FF

Web Primary Color #0378CD

Blue (Primary) #0378CD

Web Primary Color F4FAFF

Talc #F4FAFF

Web Primary Color #0C97FB

Azure #0C97FB

Web Primary Color #283138

Charcoal #283138

Web Primary Color #CDD1D8

Smoke #CDD1D8

Web Primary Color #3D4550

Ash #3D4550

Web Primary Color #E9ECEF

Slate #E9ECEF

Web Primary Color #636F80

Steel #636F80

Web Primary Color #F2F3F5

Pebble #F2F3F5

Web Primary Color #768396

Gray (Neutral) #768396

Web Primary Color White


Web Primary Color #B0B7C2

Platinum #B0B7C2

Web Primary Color #000000

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.

Web Primary Color #FFCC32

Yellow #FFCC32

Web Primary Color #238A92

Teal #238A92

Web Primary Color #86134F

Bordeaux #86134F

Web Primary Color #17785F

Green #17785F

Action Color

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

Web Primary Color #604EAD

Purple #604EAD

Web Primary Color #39DEE2

Aqua #39DEE2

Web Primary Color #FF8224

Orange #FF8224

Web Primary Color #DD5757

Red #DD5757

Web Primary Color #FF6FBD

Pink #FF6FBD

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