Colour

The use of strong core colours provides instant brand recognition and makes us stand out among our competitors.

Our colour palettes are applied consistently across our digital media to maintain brand recognition while meeting the latest accessibility standards.

Primary palette

Our 3 primary colours, made up of AIA's most recognisable brand colours, brings a unified consistency to our digital products and interfaces. Any additional colours are used sparingly and purposefully. 
Digital red 500
Digital charcoal 600
Monotone white
Digital red
We make emphasis with digital red, while never exceeding 20% of the whole layout.
Mobile app interfaces showing a digital red primary button and 4 red circular icons taking up 20% of the layouts.
Digital red is used on primary call-to-action buttons and navigational quick link buttons. We use 10 digital red spectrum tints as AIA brand colours to support the primary palette and add interaction depth across our digital products.
Ten digital red spectrum tints on a gradient scale from light to dark.
Digital charcoal
We use 10 digital charcoal spectrum tints. These digital charcoal tints are neutral (fully desaturated), which means they can work alongside any colour. It helps prevent the misinterpretation of colours due to chromatic adaptation or simultaneous contrast within colour or image manipulation workflows.
Ten digital charcoal spectrum tints on a gradient scale from light to dark.

Secondary palette

Our secondary palettes of digital salmon, digital purple, and digital warm grey further accentuate our brand colours. Each colour contains 7 tints that are used to only represent component surfaces, charts, and illustrations. These colours can be applied to both light and dark backgrounds.
Three tonal ranges displaying secondary palettes — digital salmon, digital purple, and digital warm grey — each showing seven tints from light to dark.