Colours
Brand’s core colors
Primary Palette
The LJÓMA colour palette is designed to create balance, harmony, and depth across all visual touchpoints. Its muted tones and natural contrasts reflect the brand’s core values: purity, sophistication, and restraint.
Name: Stone Umber
HEX: 675A48
RGB: 102, 89, 71
CYMK: 0/13/30/60
Name: Moss green
HEX: 817C5D
RGB: 129, 124, 93
CYMK: 0/4/28/49
Name: Nordic Sand
HEX: E2DBC8
RGB: 226, 219, 200
CYMK: 0/3/12/11
Supporting colours
Name: Arctic White
HEX: F9F9F7
RGB: 129, 124, 93
CYMK: 0/4/28/49
Name: Obsidian Black
HEX: 252525
RGB: 102, 89, 71
CYMK: 0/13/30/60
Secondary colors
Supporting shades
for accents.
This secondary palette expands the brand’s visual flexibility. These colours are used to support the primary palette - adding contrast, depth, and variation across layouts, packaging, and digital content.
Use them sparingly and with intent. They’re designed to complement, not compete with, the core brand colours. Avoid assigning them primary roles unless specifically directed in a campaign or system.
Name: Stone Umber
HEX: 675A48
RGB: 102, 89, 71
CYMK: 0/13/30/60
HEX: 96856E
RGB: 150, 133, 110
CYMK: 0/11/27/41
HEX: C1B099
RGB: 193, 176, 153
CYMK: 0/9/21/24
Name: Moss green
HEX: 675A48
RGB: 102, 89, 71
CYMK: 0/13/30/60
HEX: A8A382
RGB: 168, 163, 130
CYMK: 0/3/23/34
HEX: D3CEB2
RGB: 211, 206, 178
CYMK: 0/2/16/17
Color usage
Colour usage on logos
This secondary palette expands the brand’s visual flexibility. These colours are used to support the primary palette - adding contrast, depth, and variation across layouts, packaging, and digital content.
Use them sparingly and with intent. They’re designed to complement, not compete with, the core brand colours. Avoid assigning them primary roles unless specifically directed in a campaign or system.
Logo usage
Here is an example of how the colours can work with the logo design. It has to always create a contrast for the best logo visibility.
