LOMA BRAND COLOURS
Hex and RGB, and the two things to watch


THE PRIMARY COLOUR

  Aurora purple  #8E7CD8    rgb(142, 124, 216)

The signature colour. Loma ships twelve themes and Aurora is the
default, so this is the accent most people see and the one to reach for
when you need a single Loma colour.


THE BACKGROUND

Not a flat colour. It is a lavender base with four soft washes over it,
which is what gives the app its light and its depth:

  Base, top      #EBE2F4    rgb(235, 226, 244)
  Base, bottom   #EADFEF    rgb(234, 223, 239)

  Wash, pink     #F8DEDD    rgb(248, 222, 221)   top left
  Wash, blue     #D5DFF0    rgb(213, 223, 240)   top right
  Wash, peach    #FCE3D7    rgb(252, 227, 215)   bottom right
  Wash, lilac    #E8D8F0    rgb(232, 216, 240)   bottom left

If you need one flat swatch to stand in for it, use #EBE2F4. If you can
render a gradient, the four washes are what make it look like Loma
rather than like lavender.


INK

  Primary ink    #2A2434    rgb(42, 36, 52)      headings and body
  Soft ink       #3B3447    rgb(59, 52, 71)      one step down
  Ink on dark    #F1ECF6    rgb(241, 236, 246)   for a dark layout

Primary ink on any of the background colours above clears 11:1, so text
is safe anywhere on the lavender.


THE TWO GREENS, WHICH ARE FUNCTIONAL RATHER THAN BRAND

  Brand sage     #7BA489    rgb(123, 164, 137)   toggles, marks, rules
  CTA green      #567D63    rgb(86, 125, 99)     buttons carrying text

Despite the name, brand sage is not the brand colour. It is the accent
for a completed state, a toggle, a small mark. Aurora purple is the
brand colour.


THE TWO THINGS TO WATCH

Do not put white text on brand sage. It measures 2.79:1, where 4.5:1 is
the floor for normal text, and the two greens look interchangeable at a
glance when they are not:

  White on brand sage     2.79:1    fails
  White on CTA green      4.66:1    passes
  Primary ink on sage     5.37:1    passes

And do not put white text on aurora purple either. It measures 3.49:1.
Dark ink on it reaches 4.30:1, which is still under the floor for body
copy but fine for large text:

  White on aurora purple  3.49:1    fails
  Primary ink on it       4.30:1    large text only

Aurora purple is a colour to fill a shape with, not to set body copy on.


Yalin Solmaz
yalin@lomahabits.com
lomahabits.com/press
