How to use color

Our specific color palette is characteristic of the Bayer look. The use of the colors defined here helps to create a consistent and recognizable brand around the world. There are no specific color assignments for divisions or departments. In fact, extensive use of the color palette is encouraged.

Our color palette

The Bayer color palette consists of 12 colors plus white. The 12 colors can be split into three groups: blues, greens and purples. Each color is expressed by four hues; bright, core, mid and dark.

For example, dark colors can be used for text on white or light backgrounds. Body text is typically set in dark blue. The wide range of light and dark hues and the use of transparencies offer many design options. When overlaying photos with (transparent) color areas, for example to make text more legible, the overlaid image section should be taken into account and the image quality maintained.

White space

White is an essential element of our brand. In compositions and layouts, the deliberate, generous use of white space provides a sense of calm and confidence and a canvas against which the other brand colors have greater impact.

Color values

Dark hues

Mid hues

Core hues

Bright hues

On screen color alternatives

There are alternative versions of some colors in our palette, exclusively for use in html text on screen. This is to ensure sufficient contrast for legibility. No tints of these colours should be used.

Color gradients

Gradients are an effective way to add vibrant accents. When using gradients, it is recommended to keep the tone the same. For example, mixing blue with blue, green with green, or purple with purple works well. For good color transitions, mix a dark color with a medium color, a medium color with a core color, or a core color with a light color. 

Color gradient examples

Gradients can be used to complement the flat colors or used on their own. Consider production capabilities and legibility when deciding whether or not to use a gradient as opposed to a flat color. The examples below show how to combine flat colors and gradients.

How it looks in practice

Treatments to avoid

Avoid using our gradients in following ways.