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Ash’s color is quiet by default and warm up close. The identity rests on a black-and-white core with warm beige neutrals and a small set of soft pastels — periwinkle in the lead, backed by green, orange, and yellow.
The Brand Book’s color chips predate the current tokens. The live source of truth for color is the Sundial design system — build against those tokens, never hand-picked hexes.

The palette, in short

  • Core: black and white — with warm beiges standing in for grey. Ash deliberately avoids cold grey.
  • Lead accent: Periwinkle — bold enough to be memorable, soft enough to be safe. It replaced the book’s Lavender Blue #CDCCF0 in October 2026.
  • Pastel accents: green, orange, and yellow — small moments of joy in illustration and applications.
Core & neutrals
Black
#000000
White
#FFFFFF
Light Beige
#F4F2EF
Dark Beige
#CEC5B8
Lead accent
Periwinkle
#DBE1FD
Pastel accents
Green
#9ED99D
Orange
#F6CF98
Yellow
#F5EAAC
Swatches are sampled directly from the v1 brand book’s chips; the book’s printed specs (CMYK / PMS) are still being filled in. For anything built in the product, the Sundial tokens remain the source of truth.
A full-bleed lavender-blue slide titled 'Lavender Blue'

Lavender Blue — the book's original lead accent, since replaced by Periwinkle #DBE1FD.

How we got here

The 2026 palette is a correction, and the book is honest about it. The earlier identity leaned on heavy beige and a muted purple — warm, but murky, not punchy, and spread across too many colors to build recognition. What was missing: boldness, a signature tone with depth and appeal across genders, and a sense of joy. The answer was restraint — a black-and-white core with periwinkle in the lead.
Retrospective slide showing the previous beige, lilac, and multi-hue palette with critique bullets

The book's retrospective: the old beige-and-muted-purple palette, annotated with why it fell short.

Where the real values live

Principles

  • Warm over cold — parchment, not grey.
  • Restraint by default — color earns its place; the canvas stays calm.
  • Never rely on color alone to carry meaning — see Robustness & Readability.