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Colours

Colour is the most powerful and important element when it comes to creating design. It attracts the eye and able us to create focal points in our compositions. It has the ability to communicate a brand's personality in an instant, without writing a single word. Only by staying true to our colour palette, and with consistent usage, will we achieve a brand with strong awareness and recognizability.

Visma Blue

Visma is a blue brand. This means Visma Blue should be prominent in everything we do. Blue is the perfect match for the Visma brand, because of its emotional qualities towards trust, integrity and honesty. The qualities that the colour blue represent are paramount when it comes to delivering software products to our users.

Visma Palette

Our primary colour palette is Visma blue, neutrals and a complementary green. It is a simple, clean and understated palette that builds upon elegance and quality of nordic design. This primary palette constitutes the foundation of the Visma colour profile and by staying true to this palette in all touch points we create a strong and cohesive brand identity that resonates with our users.

Primary blue

WEB: #007ACA
PANTONE 3005 C
C:84 M:51 Y:0 K:0
R:0 G:122 B:202

Grey blue tint

WEB: #F0F2F5
R:240 G:242 B:245
C:4 M:2 Y:2 K:0

Green

grey

WEB: #4D8400
PANTONE 363 C
C:75 M:25 Y:100 K:10
R:77 G:132 B:0

Neutrals

In addition to our primary palette, white is a colour of major importance to our visual identity. White space, or negative space, is just as important as positive space. Neutrals can be used to create tension, interest and contrast. It is also soothing to look at.

White

C:0 M:0 Y:0 K:0
R:255 G:255 B:255
WEB: #FFFFFF

Grey blue tint

C:4 M:2 Y:2 K:0
R:240 G:242 B:245
WEB: #F0F2F5

Dark grey

C:60 M:52 Y:51 K:21
R:100 G:100 B:100
WEB: #646464

Black

C:0 M:0 Y:0 K:100
R:40 G:40 B:40
WEB: #282828

Visma Red

The red colour present in the logomark is part of the visual heritage and is still a colour associated with Visma. The red colour may be used on branded physicals objects, together with our neutrals.

Red

Visma red
Pantone 1935 EC
C:0 M:100 Y:54 K:8
R:231 G:6 B:65
WEB: E70641
RAL: 3027

Colour tints

Only use tints of the colours when making illustration or pictograms. Use the primary colours in all other cases. Tints are a tool when flexibility is needed in conveying data as clearly as possible. For even more complex visualisation of data and BI we should use the established principles from our product design: Link

Primary blue

WEB: #007ACA
PANTONE 3005 C
C:84 M:51 Y:0 K:0
R:0 G:122 B:202

Light Blue tint

WEB: #0089D9

Dark Blue Tint

WEB: #0062A3

Primary green

WEB: #4D8400
PANTONE 363 C
C:75 M:25 Y:100 K:10
R:77 G:132 B:0

Light Tint

WEB: #68A611
R:104 G:166 B:17

Dark Green Tint

WEB: #2D660B
R:45 G:102 B:11

Content colour

Visma is a masterbrand acting in a complex reality and flexibility is very much needed for the products to differentiate themselves and communicate to their target groups. This is where content colour is an important and powerful component.

By following the content colour guidelines, products are allowed to create their own colour identity within the Visma masterbrand. This colour palette then adds on to the primary colour palette.

Purple
WEB: #915AD5
PANTONE 265 C
C:54 M:69 Y:0 K:0
R:145 G:90 B:213

Orange
WEB: #ffa626
R:255 G:166 B:38

Red
WEB: #e94454
R:233 G:68 B:84

Green
WEB: #4D8400
PANTONE 363 C
C:75 M:25 Y:100 K:10
R:77 G:132 B:0

Primary blue and one

The primary Visma blue will always be a part of a colour palette. This ensures that the product identity always has connection to the Visma masterbrand. Together with the primary Visma blue each product gets to have one additional content colour. This additional colour is based on colours from their product icon. Products or services that do not have product icons are free to choose the content color that resonates best with the identity of the particular service you are promoting.

Creating a product colour palette

Product icons sets the stage and plays the leading role in each product identity. It is meant to contribute with the differentiation within the Visma masterbrand. Each product icon has its own colour scheme, and by choosing one of these colours and combining it with the primary blue you will have your product colour palette. See examples of the process bellow. Any questions regarding content colour can be posted here.

1. Your product icon
Find your product icon to see what options there are for content colour.

2. Different options
In this product icon you can choose green or purple as content colour.

3. Pick content colour
In this example the colour purple was selected as this products content colour.

4. Combine with primary blue
Add the primary blue and you now have your content colour palette.

Guidelines for content colours

Stick to one content colour. Do not alter between different content colours.
Do not mix content colours.
The chosen content colour needs to be present in the products product icon (if there is a product icon).
The visual balance between the content colour and primary blue is flexible.
Content colour is only to be used on illustrations and pictograms.