Brand Manual

Colour

Brand colours with HEX, RGB, CMYK and Pantone, proportions and pairs.

Contents

5.0Core colours
5.1Teal scale
5.2Graphite scale
5.3Proportions
5.4Colour pairs
5.5Gradients
5.6Print and Office
5.7Avoid misuse

CSVColour valuesHEX, RGB, CMYK, Pantone · 1 KB

Our colour world is calm: lots of white, clear black, teal as the brand colour. The red belongs to the logo alone. Every colour has fixed values for screen and print. Never pick a colour from a photo.

5.0

Core colours

Four colours carry the brand.

Click a value to copy it.

Teal 500

Brand colour: surfaces, accents, links

Digital Schwarz

Wordmark, headings, text

Reinweiß

Paper, base surface

Metzler Rot

Only inside the logo M-square

Specification

Brand colour: Teal 500 · #015253 · CMYK 95/45/60/55 · Pantone 3295 C
Text: Digital Schwarz · #1A171B · CMYK 70/70/60/85 · Pantone Black 6 C
Logo red: Metzler Rot · #D42924 · CMYK 10/95/95/5 · Pantone 185 C

5.1

Teal scale

From light to deep. Light tones for surfaces and tables, dark tones for covers, back pages and large areas.

Teal 50

Tinted surfaces, table rows

Teal 100

Info boxes, highlights

Teal 500

Brand colour: surfaces, accents, links

Teal 600

Second depth next to Teal 500

Teal 700

Dark surfaces, back pages

Teal 900

Deepest brand surface, covers

Teal Mint

Accent on dark surfaces

5.2

Graphite scale

Greys carry text, rules and surfaces. In print they are pure black (K), so they stay neutral.

Papierweiß

Calm background surface

Graphit 100

Divider surfaces, studio backdrop

Graphit 300

Rules, frames

Graphit 500

Inactive elements

Graphit 600

Captions, metadata

Graphit 700

Secondary text

Graphit 800

Body text

Graphit 900

Headings, product names

5.3

Proportions

This much of each colour belongs on a page. White gives calm, teal sets accents, red appears only in the logo.

60 %White, paper white

25 %Black, graphite

12 %Teal

3 %Mint

Metzler Red appears only in the M-square of the logo.

Specification

White / paper white: ≈ 60 %
Black / graphite: ≈ 25 %
Teal 50–900: ≈ 12 %
Teal Mint: ≤ 3 %, on dark surfaces only
Metzler Red: logo only

5.4

Colour pairs

These combinations read well. The number is the WCAG contrast: 4.5 or more for body text, 3 or more for large headings.

AaDigital Schwarz
on Reinweiß17.8 : 1

AaReinweiß
on Teal 5009.0 : 1

AaTeal 500
on Reinweiß9.0 : 1

AaReinweiß
on Teal 90017.6 : 1

AaTeal Mint
on Teal 90010.5 : 1

AaGraphit 800
on Papierweiß12.5 : 1

AaTeal Mint
on Reinweiß1.7 : 1 ✕

AaGraphit 500
on Reinweiß2.6 : 1 ✕

Specification

Body text: Contrast ≥ 4.5 : 1
Large headings ≥ 18 pt: Contrast ≥ 3 : 1

5.5

Gradients

Gradients always have a job: depth behind text, legibility on photos or light behind a product. Never as decoration.

Teal DepthDark brand panels behind text: covers, back pages, info boxeslinear-gradient(160deg, #001D1D 0%, #015253 100%)

Teal ScrimOver photos so white text stays legiblelinear-gradient(0deg, rgba(0,29,29,.95) 35%, rgba(0,29,29,0))

Studio LightLight stage behind cut-out productsradial-gradient(ellipse 70% 80% at 50% 45%, #FFF 0%, #F0F0F0 45%, #DADADA 100%)

5.6

Print and Office

Medium	Colour space	Note
Offset, digital print	CMYK · FOGRA39	Total ink ≤ 330 %
Spot colour, signage	Pantone C	Pantone value from the table above
Powder coating, product	RAL	Values from the RAL list; “colours are a guide”
Word, PowerPoint, E-Mail	RGB / HEX	Colours from the template, never chosen freely

Specification

Print PDF: PDF/X-3 oder PDF/X-4 · FOGRA39 · 3 mm Beschnitt
Convert CMYK: With Illustrator/InDesign colour management, never by formula

5.7

Avoid misuse

DoLots of white, teal as accent

Don’tRed as surface or heading

Don’tMore than two accent colours

Teal Mint on white

Don’tLight text on light ground

Don’tColour picked from a photo

Don’tGradient as decoration