Color is a powerful brand identifier. It also provides contrast and helps define hierarchy to guide our customers’ attention. We believe that color should be used boldly, but not excessively. Consider the value that color contributes to your message. When someone thinks of Twilio, the first color we want to come to mind is Twilio Red. However, we have an extensive palette of colors beyond red to create a vibrant universe. Our color palette maintains unity across all Twilio properties, from Marketing to Product.
Color values always need to be consistent in all applications. Please reference our color chart in the resources section for brand approved RGB, Hex, CMYK, and PMS color values.
It is important to display our colors in the correct relationship with one another. We use bright colors deliberately to guide viewers attention and highlight important pieces of information or to create vibrant illustrations. When selecting colors, consider how familiar your audience is with Twilio.
A rookie audience has had limited or no exposure to the Twilio brand. For this audience our primary concern is recognition. We emphasize Twilio Red and avoid introducing too many secondary colors.
A veteran audience has had consistent, repeated exposure to the Twilio brand. For this audience, our primary concern is building a relationship. We use our secondary palette more liberally while we expand the Twilio universe.
When an environment demands a subdued brand presence, we have the option of making Night the prominent color. In this context, Twilio Red is used as a highlight color.
We are committed to following AA standard contrast ratios. We select colors with sufficient contrast so that our content is legible to all customers.
- Don’t modify a color from our palettes
- Don’t use a color that is not in our palettes
- Don’t use an excessive amount of colors
- Don’t create solid color fields with our extended colors
- Don’t combine low contrast colors