COLOURS

PRIMARY COLOURS

GENERAL

Amicelli’s three main brand colours  and their combinations

are an important part of the Amicelli appearance.

Depending on the medium or channel, the colours are used

at different frequencies and with different emphases.

When selecting and/or combining colours, the focus is

on the medium or channel and the importance

of the content to be conveyed.

The appropriate colour should be chosen based on this.

The legibility of the content is also important

and should always be guaranteed.

The colours described here should take precedence

in the design of all assets and communication

materials and should be used as a primary choice.

USAGE EXAMPLES

PACKAGING

The main packaging colour is Amicelli Cream.

The overall appearance is enlivened by

various elements and colours (e.g. for Amicelli

Hazelnut: Amicelli Violet for Variety Cloud or

Amicelli Brown for the Tendril) that run under

Secondary Colours and are explained on the next page.

KEY VISUALS

The background colour should be darker than the

packaging colour to create maximum contrast.

We recommend using Amicelli Violet and

its variations (both lighter and darker shades)

to achieve this contrast and make the

packaging stand out.

PRESENTATIONS

The background colour should be a derivative of Amicelli Cream (Transparency 50%) for a more modern, premium appearance. It is stored as standard in the PPT-Master.

Depending on requirements Amicelli Violet or Brown

can also be used as a background colour for

content, highlighter or divider slides.

SECONDARY COLOURS

PACKAGING

In addition to the brand primary colours the following

secondary colours are defined for variety

differentiation and are reflected in the cloud. 

DISRUPTOR

PACKAGING

In addition to the secondary colours there is

defined a special colour for limited editions.