Our colours take advantage of our strong and highly recognisable national flag (Sweden Yellow Standard and Sweden Blue Standard).
Primary, secondary and speciality colours. By adding a well-defined set of secondary colours, we allow our identity to be more flexible while still being true to its original DNA. These secondary colours contain a variety of yellow, blue and grey shades.
A third level of 'functional' or 'specialty' colours colours is added for illustrations and other digital products that require more complex colour pairings and variations of tone and opacity.
Download all colour swatches (ZIP 4 KB)
Primary colours Our primary colours are Sweden Yellow Standard and Sweden Blue Standard. They are one of our brand’s strongest assets, but also two very strong graphical elements that should always be used strategically.
Sweden Yellow Standard HEX: #fecb00RGB: 254, 203, 0CMYK: 0, 14, 100, 0PMS C: 116 CPMS U: 109 UNCS: 0580-Y10R
Sweden Blue Standard HEX: #005293RGB: 0, 82, 147CMYK: 100, 54, 4, 19PMS C: 301 CPMS U: 301 UNCS: 4055-R95B
Download colour swatch (ZIP 364 Bytes)
Secondary colours A Our secondary colours A complement our primary palette by adding two more shades of yellow and blue.
Recommended use: backgrounds. They can be used as dividers and backgrounds on websites or pages with a great variety of content. They can be combined with each other as well as with other primary and secondary colours.
Dawn Blue HEX: #1a3050RGB: 26, 48, 80CMYK: 95, 80, 40, 40PMS C: 2767 CPMS U: 282 UNCS: S 7020-R80B
Dark Dawn Blue HEX: #142638RGB: 20, 38, 56CMYK: 100, 80, 50, 60PMS C: 5395 CPMS U: 5463 UNCS: S 8505-B
Grain Yellow HEX: #e8e3d1RGB: 232, 227, 209CMYK: 10, 10, 20, 0PMS C: 7527 CPMS U: 7527 UNCS: S 0804-G90Y
Pale Yellow HEX: #ffd481RGB: 255, 212, 129CMYK: 0, 20, 57, 0PMS C: 134 CPMS U: 134 UNCS: S 0540-Y10R
Download colour swatch (ZIP 469 Bytes)
Secondary colours B (greyscale) A greyscale palette is added as part of our secondary colours. We add a level of neutral tones that can help our teams when creating bigger applications. It also balances out the strenght of our primary yellow and blue.
Recommended use: backgrounds. These colors can be used as dividers and backgrounds on websites or pages with a great variety of content. They can be combined with each other, as well as with other primary and secondary colours.
Avoid using black as a background colour.
White HEX: #ffffffRGB: 255, 255, 255CMYK: 0, 0, 0, 0PMS C: 11-0601 TCXPMS U: 11-0601 TCXNCS: S 0500-N
Black HEX: #000000RGB: 0, 0, 0CMYK: 0, 0, 0, 100PMS C: 19-0303 TCXPMS U: 19-0303 TCXNCS: S 8500-N
Pale Winter Grey 1 HEX: #fafafaRGB: 250, 250, 250CMYK: 0,0,0,5PMS C: Cool grey 1CPMS U: Cool grey 1UNCS: S 1000-N
Pale Winter Grey 2 HEX: #edededRGB: 237, 237, 237CMYK: 0,0,0,20PMS C: Cool grey 2CPMS U: Cool grey 2UNCS: S 1500-N
Winter Grey HEX: #bdbdbdRGB: 189, 189, 189CMYK: 0, 0, 0, 40PMS C: Cool grey 4CPMS U: Cool grey 4UNCS: S 2500-N
Dark Winter Grey 1 HEX: #757575RGB: 117, 117, 117CMYK: 0, 0, 0, 60PMS C: Cool grey 10CPMS U: Cool grey 10UNCS: S 6000-N
Dark Winter Grey 2 HEX: #424242RGB: 66, 66, 66CMYK: 0, 0, 0, 80PMS C: Cool grey 11CPMS U: Cool grey 11UNCS: S 7500-N
Download greyscale colour swatch (ZIP 472 Bytes)
Speciality colours The speciality colours are added for illustrations and other digital products that require more complex colour pairings and variations of tone and opacity.
Green -3 HEX: #99dec9RGB: 153, 222, 201
Green -2 HEX: #66cdb0RGB: 102, 205, 176CMYK: 60, 0, 40, 0
Green -1 HEX: #32ba94RGB: 50, 186, 148CMYK: 70, 0, 55, 0
Green HEX: #01a87cRGB: 1, 168, 124CMYK: 85, 20, 70, 5
Green +1 HEX: #008862RGB: 0, 136, 98CMYK: 85, 20, 70, 5
Green +2 HEX: #006649RGB: 0, 102, 73CMYK: 90, 35, 75, 30
Green +3 HEX: #004530RGB: 0, 69, 48CMYK: 90, 45, 80, 50
Download green colour swatch (ZIP 484 Bytes) Blue -3 HEX: #99d5edRGB: 153, 213, 237
Blue -2 HEX: #66c3e5RGB: 102, 195, 229CMYK: 60, 5, 5, 0
Blue -1 HEX: #32acdfRGB: 50, 172, 223CMYK: 70, 10, 5, 0
Blue HEX: #0099d3RGB: 0, 153, 211CMYK: 80, 25, 0, 0
Blue +1 HEX: #007aabRGB: 0, 122, 171CMYK: 85, 40, 15, 0
Blue +2 HEX: #005c80RGB: 0, 92, 128CMYK: 90, 55, 30, 15
Blue +3 HEX: #004d6bRGB: 0, 77, 107CMYK: 95, 60, 35, 25
Download blue colour swatch (ZIP 479 Bytes) Purple -3 HEX: #c2b0e3RGB: 194, 176, 227CMYK: 30, 35, 0, 0
Purple -2 HEX: #a38ad4RGB: 163, 138, 212CMYK: 45, 50, 0, 0
Purple -1 HEX: #8561c4RGB: 133, 97, 196CMYK: 60, 65, 0, 0
Purple HEX: #663bb8RGB: 102, 59, 184CMYK: 80, 80, 0, 0
Purple +1 HEX: #522e91RGB: 82, 46, 145CMYK: 85, 90, 0, 0
Purple +2 HEX: #3d246eRGB: 61, 36, 110CMYK: 95, 100, 20, 10
Purple +3 HEX: #29174aRGB: 41, 23, 74CMYK: 100, 100, 35, 40
Download purple colour swatch (ZIP 512 Bytes) Orange -3 HEX: #ffcc99RGB: 255, 204, 153CMYK: 0, 25, 45, 0
Orange -2 HEX: #ffb266RGB: 255, 178, 102CMYK: 0, 40, 65, 0
Orange -1 HEX: #ff9933RGB: 255, 153, 51CMYK: 0, 50, 80, 0
Orange HEX: #ff8000RGB: 255, 128, 0CMYK: 0, 60, 95, 0
Orange 1 HEX: #cc6600RGB: 204, 102, 0CMYK: 15, 65, 100, 5
Orange 2 HEX: #b25900RGB: 178, 89, 0CMYK: 20, 70, 100, 15
Orange 3 HEX: #663300RGB: 102, 51, 0CMYK: 40, 75, 100, 55
Download orange colour swatch (ZIP 465 Bytes) Red -3 HEX: #edb0abRGB: 237, 176, 171CMYK: 5, 40, 30, 0
Red -2 HEX: #e38780RGB: 227, 135, 128CMYK: 10, 60, 45, 0
Red -1 HEX: #db6157RGB: 219, 97, 87CMYK: 10, 70, 60, 0
Red HEX: #d1382bRGB: 209, 56, 43CMYK: 10, 90, 85, 0
Red 1 HEX: #a82e24RGB: 168, 46, 36CMYK: 25, 90, 90, 20
Red 2 HEX: #7d211aRGB: 125, 33, 26CMYK: 30, 95, 90, 40
Red 3 HEX: #541712RGB: 84, 23, 18CMYK: 40, 95, 80, 65
Download red colour swatch (ZIP 507 Bytes) Pink -3 HEX: #f7bad1RGB: 247, 186, 209CMYK: 0, 35, 5, 0
Pink -2 HEX: #f58fb0RGB: 245, 143, 176CMYK: 0, 55, 10, 0
Pink -1 HEX: #f06191RGB: 240, 97, 145CMYK: 0, 75, 15, 0
Pink HEX: #ed407aRGB: 237, 64, 122CMYK: 0, 85, 20, 0
Pink 1 HEX: #e81f63RGB: 232, 31, 99CMYK: 0, 95, 35, 0
Pink 2 HEX: #c2175cRGB: 194, 23, 92CMYK: 15, 100, 35, 5
Pink 3 HEX: #870d4fRGB: 135, 13, 79CMYK: 35, 100, 30, 30
Download pink colour swatch (ZIP 498 Bytes)
Usage proportions This overview provides a hierarchy to follow when using colour. The bigger the colour, the more important it is, and the more frequently it should be used. The hierarchy visually reflects the three levels of colours: primary, secondary and specialty.
The hiearchy between primary, secondary and speciality colours.
Applications Here is a selection of applications of our colour scheme.
A variety of text and colour background combinations. Examples of posters with different background colours. Examples of folders in Yellow Standard and Sweden Blue Standard. A book with a cover in Sweden Blue Standard and text and sides in Sweden Yellow Standard. {
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"children": "This overview provides a hierarchy to follow when using colour. The bigger the colour, the more important it is, and the more frequently it should be used. The hierarchy visually reflects the three levels of colours: primary, secondary and specialty."
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"children": "By adding a well-defined set of secondary colours, we allow our identity to be more flexible while still being true to its original DNA. These secondary colours contain a variety of yellow, blue and grey shades."
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},
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{
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"anchorId": "",
"children": "Our secondary colours A complement our primary palette by adding two more shades of yellow and blue."
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{
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"anchorId": "",
"children": "Recommended use: backgrounds. They can be used as dividers and backgrounds on websites or pages with a great variety of content. They can be combined with each other as well as with other primary and secondary colours."
},
{
"type": "heading",
"anchorId": "",
"h3": true,
"children": "Dawn Blue"
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{
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"children": "<strong>HEX:</strong> #1a3050<br /><strong>RGB:</strong> 26, 48, 80<br /><strong>CMYK:</strong> 95, 80, 40, 40<br /><strong>PMS C:</strong> 2767 C<br /><strong>PMS U:</strong> 282 U<br /><strong>NCS:</strong> S 7020-R80B"
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{
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{
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"children": "<strong>HEX:</strong> #142638<br /><strong>RGB:</strong> 20, 38, 56<br /><strong>CMYK:</strong> 100, 80, 50, 60<br /><strong>PMS C:</strong> 5395 C<br /><strong>PMS U:</strong> 5463 U<br /><strong>NCS:</strong> S 8505-B"
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{
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"children": "<strong>HEX:</strong> #e8e3d1<br /><strong>RGB:</strong> 232, 227, 209<br /><strong>CMYK:</strong> 10, 10, 20, 0<br /><strong>PMS C:</strong> 7527 C<br /><strong>PMS U:</strong> 7527 U<br /><strong>NCS:</strong> S 0804-G90Y"
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{
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"h3": true,
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{
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"children": "<strong>HEX:</strong> #ffd481<br /><strong>RGB:</strong> 255, 212, 129<br /><strong>CMYK:</strong> 0, 20, 57, 0<br /><strong>PMS C:</strong> 134 C<br /><strong>PMS U:</strong> 134 U<br /><strong>NCS:</strong> S 0540-Y10R"
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{
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"children": "A greyscale palette is added as part of our secondary colours. We add a level of neutral tones that can help our teams when creating bigger applications. It also balances out the strenght of our primary yellow and blue."
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{
"type": "paragraph",
"anchorId": "",
"children": "Recommended use: backgrounds. These colors can be used as dividers and backgrounds on websites or pages with a great variety of content. They can be combined with each other, as well as with other primary and secondary colours."
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{
"type": "paragraph",
"anchorId": "",
"children": "Avoid using black as a background colour."
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"type": "heading",
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{
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{
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{
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"children": "Pale Winter Grey 1"
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{
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"anchorId": "",
"children": "<strong>HEX:</strong> #fafafa<br /><strong>RGB:</strong> 250, 250, 250<br /><strong>CMYK:</strong> 0,0,0,5<br /><strong>PMS C:</strong> Cool grey 1C<br /><strong>PMS U:</strong> Cool grey 1U<br /><strong>NCS:</strong> S 1000-N"
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"anchorId": "",
"h3": true,
"children": "Pale Winter Grey 2"
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{
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"children": "<strong>HEX:</strong> #ededed<br /><strong>RGB:</strong> 237, 237, 237<br /><strong>CMYK:</strong> 0,0,0,20<br /><strong>PMS C:</strong> Cool grey 2C<br /><strong>PMS U:</strong> Cool grey 2U<br /><strong>NCS:</strong> S 1500-N"
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{
"type": "heading",
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"h3": true,
"children": "Winter Grey"
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{
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"anchorId": "",
"children": "<strong>HEX:</strong> #bdbdbd<br /><strong>RGB:</strong> 189, 189, 189<br /><strong>CMYK:</strong> 0, 0, 0, 40<br /><strong>PMS C:</strong> Cool grey 4C<br /><strong>PMS U:</strong> Cool grey 4U<br /><strong>NCS:</strong> S 2500-N"
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{
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{
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"children": "The speciality colours are added for illustrations and other digital products that require more complex colour pairings and variations of tone and opacity."
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{
"type": "image-with-figcaption",
"anchorId": "",
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"title": "Blue-colours",
"alt": "7 shades of a blue colour",
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"children": "<strong>HEX:</strong> #99d5ed<br /><strong>RGB:</strong> 153, 213, 237"
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{
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{
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{
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{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "Purple-colours",
"alt": "7 shades of a purple colour",
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{
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{
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{
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"anchorId": "",
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{
"type": "image-with-figcaption",
"anchorId": "",
"caption": "",
"title": "Orange-colours",
"alt": "7 shades of a orange colour.",
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{
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{
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{
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class=\"wp-image-7914\"/></figure>\n\n\n\n<h3 class=\"wp-block-heading\">Blue -3</h3>\n\n\n\n<p><strong>HEX:</strong> #99d5ed<br><strong>RGB:</strong> 153, 213, 237</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue -2</h3>\n\n\n\n<p><strong>HEX:</strong> #66c3e5<br><strong>RGB:</strong> 102, 195, 229<br><strong>CMYK:</strong> 60, 5, 5, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue -1</h3>\n\n\n\n<p><strong>HEX:</strong> #32acdf<br><strong>RGB:</strong> 50, 172, 223<br><strong>CMYK:</strong> 70, 10, 5, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue</h3>\n\n\n\n<p><strong>HEX:</strong> #0099d3<br><strong>RGB:</strong> 0, 153, 211<br><strong>CMYK:</strong> 80, 25, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue +1</h3>\n\n\n\n<p><strong>HEX:</strong> #007aab<br><strong>RGB:</strong> 0, 122, 171<br><strong>CMYK:</strong> 85, 40, 15, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue +2</h3>\n\n\n\n<p><strong>HEX:</strong> #005c80<br><strong>RGB:</strong> 0, 92, 128<br><strong>CMYK:</strong> 90, 55, 30, 15</p>\n\n\n\n<h3 class=\"wp-block-heading\">Blue +3</h3>\n\n\n\n<p><strong>HEX:</strong> #004d6b<br><strong>RGB:</strong> 0, 77, 107<br><strong>CMYK:</strong> 95, 60, 35, 25</p>\n\n\n\n<button class=\"download-button\">\n Download blue colour swatch (ZIP 479 B)</button>\n\n\n<figure class=\"wp-block-image size-large\"><img src=\"https://cms.sharingsweden.se/app/uploads/2023/12/Purple-colours-1024x124.jpg\" alt=\"7 shades of a purple colour\" class=\"wp-image-7916\"/></figure>\n\n\n\n<h3 class=\"wp-block-heading\">Purple -3</h3>\n\n\n\n<p><strong>HEX:</strong> #c2b0e3<br><strong>RGB:</strong> 194, 176, 227<br><strong>CMYK: </strong>30, 35, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple -2</h3>\n\n\n\n<p><strong>HEX: </strong>#a38ad4<br><strong>RGB: </strong>163, 138, 212<br><strong>CMYK: </strong>45, 50, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple -1</h3>\n\n\n\n<p><strong>HEX: </strong>#8561c4<br><strong>RGB: </strong>133, 97, 196<br><strong>CMYK: </strong>60, 65, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple</h3>\n\n\n\n<p><strong>HEX: </strong>#663bb8<br><strong>RGB: </strong>102, 59, 184<br><strong>CMYK: </strong>80, 80, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple +1</h3>\n\n\n\n<p><strong>HEX: </strong>#522e91<br><strong>RGB: </strong>82, 46, 145<br><strong>CMYK: </strong>85, 90, 0, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple +2</h3>\n\n\n\n<p><strong>HEX: </strong>#3d246e<br><strong>RGB: </strong>61, 36, 110<br><strong>CMYK: </strong>95, 100, 20, 10</p>\n\n\n\n<h3 class=\"wp-block-heading\">Purple +3</h3>\n\n\n\n<p><strong>HEX: </strong>#29174a<br><strong>RGB: </strong>41, 23, 74<br><strong>CMYK: </strong>100, 100, 35, 40</p>\n\n\n\n<button class=\"download-button\">\n Download purple colour swatch (ZIP 512 B)</button>\n\n\n<figure class=\"wp-block-image size-large\"><img src=\"https://cms.sharingsweden.se/app/uploads/2023/12/Orange-colours-1024x124.jpg\" alt=\"7 shades of a orange colour.\" class=\"wp-image-7918\"/></figure>\n\n\n\n<h3 class=\"wp-block-heading\">Orange -3</h3>\n\n\n\n<p><strong>HEX: </strong>#ffcc99<br><strong>RGB: </strong>255, 204, 153<br><strong>CMYK: </strong>0, 25, 45, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange -2</h3>\n\n\n\n<p><strong>HEX: </strong>#ffb266<br><strong>RGB: </strong>255, 178, 102<br><strong>CMYK: </strong>0, 40, 65, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange -1</h3>\n\n\n\n<p><strong>HEX: </strong>#ff9933<br><strong>RGB: </strong>255, 153, 51<br><strong>CMYK: </strong>0, 50, 80, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange</h3>\n\n\n\n<p><strong>HEX: </strong>#ff8000<br><strong>RGB: </strong>255, 128, 0<br><strong>CMYK: </strong>0, 60, 95, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange 1</h3>\n\n\n\n<p><strong>HEX: </strong>#cc6600<br><strong>RGB: </strong>204, 102, 0<br><strong>CMYK: </strong>15, 65, 100, 5</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange 2</h3>\n\n\n\n<p><strong>HEX: </strong>#b25900<br><strong>RGB: </strong>178, 89, 0<br><strong>CMYK: </strong>20, 70, 100, 15</p>\n\n\n\n<h3 class=\"wp-block-heading\">Orange 3</h3>\n\n\n\n<p><strong>HEX: </strong>#663300<br><strong>RGB: </strong>102, 51, 0<br><strong>CMYK: </strong>40, 75, 100, 55</p>\n\n\n\n<button class=\"download-button\">\n Download orange colour swatch (ZIP 465 B)</button>\n\n\n<figure class=\"wp-block-image size-full\"><img src=\"https://cms.sharingsweden.se/app/uploads/2023/12/Red-colours.jpg\" alt=\"7 shades of a red colour.\" class=\"wp-image-7921\"/></figure>\n\n\n\n<h3 class=\"wp-block-heading\">Red -3</h3>\n\n\n\n<p><strong>HEX: </strong>#edb0ab<br><strong>RGB: </strong>237, 176, 171<br><strong>CMYK: </strong>5, 40, 30, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Red -2</h3>\n\n\n\n<p><strong>HEX: </strong>#e38780<br><strong>RGB: </strong>227, 135, 128<br><strong>CMYK: </strong>10, 60, 45, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Red -1</h3>\n\n\n\n<p><strong>HEX: 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alt=\"7 shades of a pink colour.\" class=\"wp-image-7920\"/></figure>\n\n\n\n<h3 class=\"wp-block-heading\">Pink -3</h3>\n\n\n\n<p><strong>HEX: </strong>#f7bad1<br><strong>RGB: </strong>247, 186, 209<br><strong>CMYK: </strong>0, 35, 5, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Pink -2</h3>\n\n\n\n<p><strong>HEX: </strong>#f58fb0<br><strong>RGB: </strong>245, 143, 176<br><strong>CMYK: </strong>0, 55, 10, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Pink -1</h3>\n\n\n\n<p><strong>HEX: </strong>#f06191<br><strong>RGB: </strong>240, 97, 145<br><strong>CMYK: </strong>0, 75, 15, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Pink</h3>\n\n\n\n<p><strong>HEX: </strong>#ed407a<br><strong>RGB: </strong>237, 64, 122<br><strong>CMYK: </strong>0, 85, 20, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Pink 1</h3>\n\n\n\n<p><strong>HEX: </strong>#e81f63<br><strong>RGB: </strong>232, 31, 99<br><strong>CMYK: </strong>0, 95, 35, 0</p>\n\n\n\n<h3 class=\"wp-block-heading\">Pink 2</h3>\n\n\n\n<p><strong>HEX: 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