Chime brand color palette specification

Summary

A palette page that presents the brand green as a seven step tonal ramp and the four accents as named emotional colors, each with a numeric weight and full specification.

Visual description

Full-bleed black background. The left half is one tall rounded card split into seven horizontal bands running light to dark: White, Green 50, Green 300, Chime Green, Green 700, Green 900, Green 1000. Each band carries its name at large size on the left and its hex plus stacked R, G, B values right aligned, with label color flipping from dark green to white once the band gets dark enough. To the right, four narrower rounded columns of equal width repeat the same idea for named accents: Freedom (pale cream, yellow, rust), Security (pale cyan, soft teal, deep petrol), Aspiration (pale lilac, lilac, near black plum), Ease (pale blush, salmon, dark maroon). Every column is a 50 / 500 / 900 three step, with the weight number set on a second line under the name and the hex and RGB block pinned to the bottom of each segment. Type is a single geometric sans at two sizes throughout.

Key takeaway

Naming accents for feelings rather than hues, then attaching numeric weights to them, gives designers and engineers the same vocabulary without a translation layer. Setting the whole board on black lets both the palest tints and the darkest shades hold their edges, which a white board would not do.

Reuse notes

A clean model for the color page of a brand guideline or a design token handover, especially when the palette needs to map onto code. The 50 / 500 / 900 shorthand assumes an audience used to design systems, so add a legend for a general audience. The black field is doing real work here and should not be swapped for white without re-checking the pale tints.