09 · Identity · Interim
We own no colour.
Profitmaster works for rival bottler systems, so our own palette is black, white and eleven steps of grey. The customer's brand brings the colour, through the product and its imagery.
The K ramp is the whole palette.
PrintC0 M0 Y0 + K value shownScreenHex shown · R = G = B
Three values do most of the work.
- Name
- Black
- C0 M0 Y0 K100
- Screen
- #000000
- Use
- Wordmark, headlines, rules
- Name
- White
- Paper
- Screen
- #FFFFFF
- Use
- Grounds, white space
- Name
- Plate grey
- C0 M0 Y0 K6
- Screen
- #F0F0F0
- Use
- Behind product images
Large solid blacks. For big areas of black on coated stock a rich black prints denser than K100 alone. Ask the print vendor for their build; do not invent one. Type always prints in K100 only, never rich black.
Where colour comes from.
From the product. Displays carry the customer's brand in the customer's colours, built to their brand standards. That is the only colour on a Profitmaster piece.
Never into our frame. Headers, rules, type, tables and backgrounds stay greyscale, even on a Coca-Cola catalog. The red belongs to Coca-Cola.
No borrowing. Do not pick a customer red or blue for a Profitmaster heading, chart or button. Showing blue to a Coke buyer, or red to a Pepsi buyer, costs us trust.
Contrast pairs.
| Text | On | Ratio | Use for |
|---|---|---|---|
| K90 #1A1A1A | White | 17.4 : 1 | All body text |
| #555555 | White | 7.5 : 1 | Secondary text |
| #737373 | White | 4.7 : 1 | Captions and labels, 12 px and up |
| K40 #999999 | White | 2.8 : 1 | Never for text. Rules and inactive lines only |
| White | K60 #666666 | 5.7 : 1 | Lightest ground for white text |
| White | K100 | 21 : 1 | Reversed headlines |
Ratios per WCAG 2.2. 4.5 : 1 is the minimum for text.
What changed 2
Before 2026 the website used an orange, red, purple and teal set, and the logo appeared in an unplanned grey (#666666). Print files used black. A green (#71A100) survives in an old website theme. None of these ever had a print build, and all are retired.
The only printable colour ever specified, the office wall's yellow, stays on the wall.
