3.1 \\
Purpose of Colours
The brand colour palette first and foremost complements the Wajax Red.
Secondarily, the brand colour palette offers natural and earthy tones reflective of the natural resource industries we often work within. Our primary focus on people in full colour and secondary product imagery adds to our visual brand without competing with the brand colours.
3.2 \\
Our Colours, Corporate Palette & Production Values
Wajax is represented in two principal colours (Wajax Red and Pure White) and three supporting colours (Charcoal Blue, Cerulean Blue, and Slate Brown). Red should be the primary colour on all Wajax communications. Additional corporate colours can be used after Wajax Red to provide a basis. Each of the colours has a corresponding Pantone® (PMS) value, a four-colour process (CMYK) breakdown, RGB values for digital reproduction and a Hex value specifically for online use.
These colours are important to the brand identity system and must never be adjusted. The final results should be harmonious earth tone colours, red to be used for emphasis and avoiding dark shades of the secondary colours. Cerulean blue at 100% should then be used as an accent only, and we should prioritize different shades of charcoal blue, combined with the Wajax Red.
Primary Colours
Wajax Red
PMS 185
CMYK 0/91/76/0
RGB 228/0/43
HEX E40028
Pure White
PMS N/A
CMYK 0/0/0/0
RGB 255/255/255
HEX FFFFFF
Secondary Colours
Charcoal Blue
PMS 303
CMYK 85/70/55/60
RGB 27/41/51
HEX 1B2933
Cerulean Blue
PMS 7460
CMYK 86/52/10/0
RGB 34/114/172
HEX 2272AC
Slate Brown
PMS 440C
CMYK 62/66/65/62
RGB 56/46/44
HEX 382e2c
3.3 \\
Using our Colours
Incorporating shades helps bring life in our visuals.
The only Colour that should always be used as a ‘solid’ Colour is the Wajax Red. Since PMS is in the pink value, using it with shade may appear pink once printed on digitally. No red overlay or transparent red at all times, but some exceptions with minimal use can be made on certain campaigns; however, the request MUST be approved by Marketing.
Here are some examples:
3.4 \\
Exceptions: Playing with seasonal themes on promotions
In order to refresh promotional visuals, Marketing may adapt the branding based on seasonal themes or specific promotions.
However, the core branding elements must remain consistent:
- logo top right, white safe area if not on white
- footer
- razor
- mix of Adelle and ITC Frankling Gothic font, unless another ‘script’ font for a special effect is used
- mix of upper cases and lower cases to allow the visual to breathe
