Secondary colour palette

We know that a repetitive colour palette will help establish a successful brand, but there will be times when additional colours may be required.

Seven additional secondary colours were chosen to provide additional range to the City of Calgary brand. Our secondary colour palette can be used when functionally necessary to complement the core colours. They can help set a consistent colour language for illustrations and accent colours which will help strengthen brand recognition and familiarity with our citizens.

These colours should work with the core colour palette, not compete with it. The secondary colours should be used subtly and sparingly. Using too many colours at once will make it difficult to establish a recognizable brand and opposes our rational of using a simplified primary colour palette.

These colours were chosen to compliment the brand. For the “One Voice” initiative to be successful, the secondary colours should never be used to differentiate or create sub-brands within the City of Calgary Brand. When in doubt revert to using the primary colour palette.

Compelling photography can also help add dimension and colour to the brand when not using the secondary colour palette.