Optimistic

Color

HEX: #FFFFFF
RGB (255, 255, 255)
CMYK (0, 0, 0, 0)
PANTONE 000 C

White is the foundation of Buick visuals and should be the main color used in most executions.

HEX: #999999
RGB (153, 153, 153)
CMYK (43, 35, 35, 1)
PANTONE COOL GRAY 7 C

Middle accent gray.

HEX: #3F3F38
RGB (63, 63, 56)
CMYK (65, 58, 67, 51)
PANTONE BLACK 7 C

Use this for copy.

HEX: #F26522
RGB (242, 101, 34)
CMYK (0, 75, 100, 0)
PANTONE 1585 C

Buick Orange is what makes us pop, but use it sparingly and intentionally, to highlight important information or interactivity.

HEX: #2b2b2b
RGB (43, 43, 43)
CMYK (70, 64, 63, 65)
PANTONE 426 C

This is what we use for "black". Don't ever use all-the-way black.

HEX: #666666
RGB (102, 102, 102)
CMYK (60, 51, 51, 20)
PANTONE COOL GRAY 11 C

Dark Gray

HEX: #CBCBCB
RGB (203, 203, 203)
CMYK (20, 15, 16, 0)
PANTONE 420 C

Medium Gray

HEX: #e6e6e6
RGB (230, 230, 230)
CMYK (9, 6, 7, 0)
PANTONE 663 C

Light Gray

HEX: #F0F0F0
RGB (240, 240, 240)
CMYK (4, 3, 3, 0)
PANTONE 663 C

White-on-White