Colour

Colour plays an important role in visually expressing the McConnell Dowell brand. Our colours take advantage of our long and positive association with green. Consistent use of colour, with lots of green and white is vital in building a strong and easily recognisable McConnell Dowell brand.

 

 

 

Primary

The McConnell Dowell brand is predominantly green. Our colours are green white and black. They are mostly used at 100% tint.

 

p4 primary 1

Hero Green

RGB: 46/158/70
HEX: #2e9e46
CMYK: 75/0/95/15
PMS: Pantone 7740

 

p4 primary 2

White

RGB: 255/255/255
HEX: #ffffff
CMYK: 0/0/0/0

 

p4 primary 3

Rich Black

RGB: 0/0/0
HEX: #000000
CMYK: 60/40/40/100
PMS: Pantone Black

 

Secondary

Mid and light green are support colours used in our dynamic beam graphics. Secondary colours may also be used for graphs, infographics and data visualisation. Don’t use mid and light green in large blocks or as background colours.

 

p4 primary 1

Mid Green

RGB: 108/190/69
HEX: #6cbe45
CMYK: 62/0/100/0
PMS: Pantone 368

 

p4 primary 2

Light Green

RGB: 203/219/47
HEX: #cbdb2f
CMYK: 25/0/98/0
PMS: Pantone 381

 

p4 primary 3

Rich Black

RGB: 0/0/0
HEX: #000000
CMYK: 60/40/40/100
PMS: Pantone Black

 

Reproduction

It’s important that our brand colours are reproduced accurately. Colours change dramatically between screen and print. This is particularly noticeable in our mid and light greens.

Always use the specified PMS, CMYK and RGB values specified for each colour.

Each value has been specifically calibrated for that particular display environment. These values enable accurate reproduction of all colours in print and digital scenarios.

Clothing and signage

Clothing and signage applications may not use these values for production however do we want to match the shades of our brand colours as close as possible.

 

 

p4 primary 1

RGB

Makes colours for screen from Red Green and Blue.

 

p4 primary 2

Pantone PMS

Matches the exact colour specified from one single printing ink. Also used to reference paint colours and vinyl for signs.

 

p4 primary 3

CMYK

Makes colours for print from a mix of Cyan Magenta Yellow and Black inks.

 

 

 

When to use which value

RGB

Use RGB values when displaying colours on screen for websites, PowerPoint and other on screen or digital environments.

CMYK

Use CMYK values for four colour process, offset, short-run, digital or laser printing.

PMS

Use PMS (spot) values for offset printing or signage.

 

 

 

 

Usage

Green is the overarching colour for our brand. Our colours are green white and black. They are mostly used at 100% tint.

 

 

 

Green is the McConnell Dowell signature colour.
You can use it in large blocks.

 

 

Hero Green

To maintain strong recognition of our brand it is crucial to keep communications predominantly green.

White

White plays a very important role and provides balance for the green. White is used in large blocks as a background colour as page backgrounds and for typography. Type is set as white when reversed on an image or coloured background. 

 

Black

Black is used for setting some smaller headings, body copy and detailed typography. We use a rich shade of black which is darker than standard. Black makes our greens look brighter. Don’t use black in large blocks or as a background colour.

You may use tints of black/grey shades for infographics, infographics. Light shades of grey may occasionally be used for backgrounds if required.

Mid & Light Green

Mid and light green are support colours used in our dynamic beam graphics. They may also be used for graphs, infographics and data visualisation. Don’t use mid and light green in large blocks or as background colours.

 

 p4 midlight green 1 

 

 

 

Infographics

Tints from of our brand colours can be used for colouring information graphics and data visualisation.

The examples here demonstrate: the permitted brand colours and tints, the sequence of colours and the relative importance of colours in sequence.

 

Colour sequence

p4 colour sequence 1

 

 

Examples

p4 examples 1