Timeless and contemporary. Our colour palette, when used correctly, should leave the reader feeling a sense of warmth and familiarity.
The primary, neutral and accent colours are all used differently, each with specific rules around their interaction with one another.
Primary Colours
Our primary colours are Clermont Moss, Clermont Cream and Charcoal. These should always make up a proportion of the palette across any internal or external comms.
If creating an advertising campaign, the Clermont Moss should be used as a background in at least one application. It should also take the lead on all external assets. If in doubt, lead with Moss Green.
Clermont Moss
This green is to be used as the hero brand colour and should take the lead in all external comms. Cream and Charcoal are the only colours that can be used in conjunction with Moss.
CMYK: 64 41 69 33
RGB: 88 102 74
HEX: #58664A
PMS: Pantone 7735 U
Paper Stock: GF Smith Wild Green
Clermont Cream
Cream is used as the primary neutral tone. It can be used with moss, royal blue and charcoal. It’s not to be used in conjunction with Pale Rose and Sandstone.
When used in print, we can’t replicate our desired cream colour like we can on digital. Therefore, we use pure white, to allow for greater contrast. Where possible, the paper stock should be used rather than printing a white/cream background.
CMYK: We use white (see note above)
RGB: 234 234 229
HEX: #EAEAE5
PMS: We use white (see note above)
Paper Stock: GF Smith Colorplan Natural
Clermont Charcoal
Charcoal is used for text, illustration outlines, and the wordmark. This colour is never used in large areas, especially not for backgrounds.
CMYK: 76 67 55 69
RGB: 41 40 45
HEX: #29282D
PMS: Pantone Process Black U
Paper Stock: We never use Charcoal paper
Neutral Colours
Neutral colours can be used as background colours for internal comms and as part of an advertising campaign.
Sandstone
Sandstone is inspired by the warm stone colours that can be found as some of the building blocks of Central London.
CMYK: 18 22 35 3
RGB: 212 194 168
HEX: #D4C2A8
PMS: Pantone 482 U
Paper Stock: GF Smith Colorplan Stone
Soft Rose
This blush pink is a reference to the English rose and is used to soften applications.
CMYK: 12 18 16 0
RGB: 227 211 209
HEX: #E3D3D1
PMS: Pantone 691 UP
Paper Stock: GF Smith Extract Shell
Royal Blue
Our Royal Blue is used to contrast with our softer tones. It can be used on Sandstone and Beige for text.
CMYK: 94 69 43 41
RGB: 26 58 81
HEX: #1A3A51
PMS: Pantone 2955 U
Paper Stock: GF Smith Cobalt
Sustainability Colour
We use this as a visual representation of our brand’s dedication to a greener future. This colour is only ever to be used for environmental and sustainability communications and projects.
Eco Green
PMS: 577C
CMYK: 35/2/58/0
RGB: 169/196/127
HEX: #A9C47F
Foils
Occasionally, we can add small touches of foiling on print assets to elevate an asset and make it more premium. It should never be faked on digital assets or replaced with a gradient on print assets
Warm Gold Foil
Our brand foil is always warm gold. We use it in the smallest amounts, and on print assets only.
FOILCO: Mayan Gold 6129, Satin Finish
Foiled Supporting Mark
Our supporting mark can be used in foil to elevate assets, creating a more premium feel.
It is crucial to ensure the colour of both our wordmark and supporting mark are consistent. These are our heroes.
As a rule, the wordmark and supporting mark should always be the same colour as text or graphic devices. If there are no other elements on the asset, Cream or Moss should be used.
Overview
On external applications of the brand where no other elements are present, Moss should be used as a background and the wordmark should be in Cream.
Approved Logo Colourways
Clermont Cream on Clermont Moss
Our Clermont Cream is used on all dark backgrounds
Clermont Moss on Clermont Cream
Royal Blue on Soft Rose
Royal Blue on Sandstone
Royal Blue on Clermont Cream
Charcoal on Clermont Cream
Royal Blue on Soft Rose
Our Royal Blue is used on lighter tones to create contrast and clarity.
Charcoal on Sandstone
Our Charcoal is used on lighter tones for the same reason.
Please avoid the following common mistakes when applying colour to our logo.
Do use the specified foil swatch correctly
Don't make your own gradients to replicate foil
Don’t use Post Box Red or Buttercup Yellow for the wordmark
Don’t mix colours within the logo lockup
Don’t use light on light colours
Don’t use dark on dark colours
Avoid using Sandstone on Moss and Royal Blue
Only use Cream on Moss
Background colours are a chance to instantly reinforce The Clermont brand identity. On dark backgrounds, only one colour should be used for text and graphic devices. And illustrations should never be used on dark backgrounds.
Overview
The neutral tones work well as backgrounds on adverts to immediately create brand recognition.
Clermont Moss
Clermont Moss should be used as the background on all hero assets and for covers of external books and presentations. Cream is the only colour that can be used on top.
Royal Blue
When Moss is beginning to feel over-used, Royal blue can step in as background colour to create needed pace. Cream, Soft Rose and Sandstone can be used on top.
Soft Rose
Where assets need warming up, Soft Rose can be used as a background, creating more brand recognition than the cream. Royal Blue and Charcoal can be used on top.
Sandstone
Where assets need warming up, Sandstone can be used as a background, creating more brand recognition than the cream. Royal Blue and Charcoal can be used on top.
Cream
Cream is used as a primary background colour. Royal Blue, Charcoal and Clermont Moss can be used on top.
All of the lighter tones of the colour palette can be used interchangeably as backgrounds, however only Royal Blue and Clermont Moss can be used out of the darker tones. Charcoal, Post Box Red and Buttercup Yellow should never be used as a background colour or in large quantities.
Don’t use Charcoal as a background colour
Don’t use the brand colours as gradients
Don’t use Post Box Red or Buttercup Yellow as a background colour
Don’t use off-brand colours as backgrounds
Royal Blue and Charcoal can be used as text colours on lighter tones and can be used interchangeably. But never together on the same asset. On dark backgrounds, Cream should always be used as this is the best for accessibility purposes. And for the same reason, be careful to not use large amounts of text in Cream.
Lighter Backgrounds
A range of the lighter backgrounds can be used to create variation and pace for assets with multiple versions.
Royal Blue
Royal Blue works best on Soft Rose, Sandstone and Cream.
Charcoal
Charcoal works best on Cream and shouldn’t be used on Soft Rose or Sandstone.
Clermont Cream
Clermont Cream is only used on Royal Blue and Clermont Moss.
It’s important that text is always clear. To maintain legibility and consistency, text should only appear in Charcoal, Royal Blue or Clermont Cream.
Don’t use Cream on Sandstone or Soft Rose
Don’t use Royal Blue text on Clermont Moss
Don’t use Sandstone as a text colour
Don’t use accent colours as text colours
Don’t use gradients for text
Don’t use off-brand colours
Messaging must be clear and legible, so think about the contrast you are creating with your type. The rules outlined above will help ensure that it is.
Do use Clermont Cream on Clermont Moss
Clermont Cream provides the best contrast on Clermont Moss.
Don’t use light tones on light tones
In this example, the colour choice is illegible and is also not using the hero colours for a hero application.
Don’t use Post Box Red or Buttercup Yellow in large amounts
Don’t use Cream on Sandstone. Or vice versa
Don’t use dark on dark tones
Here are some of our favourite examples of our colours being used correctly. Following all of the above rules, this is the brand at its very best.
If there is something on this list you are unable to check, get in touch with our brand manager at aline.peters@clermonthotel.group
Ready to go!