Colour

Colour is a powerful way to express the spirit of the AEG brand. Our unique red world suggests a progressive, innovative, and iconic backdrop, while bold, expressive, and modern accents create contrast and visual interest through styling and propping.

Our colour world

Our colour world comprises of:

Primary palette: Our primary palette comprises our AEG Red
and three red tones; Light Burgundy,
Burgundy, and Dark Burgundy
Secondary palette: Our secondary palette comprises neutral
tones, including AEG Carbon, White,
Aluminium, and Steel.
Tertiary palette: created to influence and direct imagery to build our unique and expressive visual world

Colour: Three things you must do

1. Lead with red tones

We lead with red tones for a premium feel and to drive distinction, strengthening our brand recall. The bold and confident red tones align with our target positioning, resonates with our target audience, Ambitious Achievers, and ultimately supports our visual identity delivering on our Brand Promise; ‘Challenge The Expected’.

2. Ensure there’s a red thread

Our ‘red thread’ is the presence of our red tones across the consumer journey.

Colour in our photography and use of applied colour as blocks will create a red thread across the consumer journey and strengthens our brand position.

3. Bringing in the unexpected

Our tertiary palette is bold and expressive but rooted in natural tones – it expresses our creative edge and unexpected qualities.

Our photography allows for more colours and materials for styling of characters and environments. The use of colour should not detract from the focus of the image (e.g. product, item of clothing).

Our colour palette specifications

Primary palette

Our AEG Red is a colour that helps drive brand attribution and recall.

AEG Red should always be used for our logo and used sparingly for buttons, emphasis, highlights, and interactive states.

Our red tones should be used within our photography along with applied colour to highlight information and sections. This allows us to maintain a consistent ‘red thread’ across our consumer journey.

AEG Red
Pantone: 186 C
CMYK: 11/100/82/3
RGB: 207/19/47
HEX: #CF132F
RAL: 3002

Light Burgundy
CMYK: 12/100/32/58
RGB: 97/11/36
HEX: #610B24

Burgundy
Pantone: 7421 C
CMYK: 12/100/38/68
RGB: 78/9/30
HEX: #4E091E

Dark Burgundy
CMYK: 12/100/41/76
RGB: 55/7/21
HEX: #370715

Secondary palette

Our neutral tones support, complement, and add balance to our red tones. AEG Carbon should be used for backdrops and backgrounds across our consumer journey.

Our two neutral greys; Aluminium and Steel support and aid hierarchy within layouts. White should be used for typography, graphic elements,and icons.

AEG Carbon
Pantone: 426 C
CMYK: 83/68/68/83
RGB: 14/20/20
HEX: #0E1414
RAL: 9004

AEG Steel
Pantone: 430
CMYK: 52/37/34/16
RGB: 126/133/139
HEX: #7E858B
RAL: 7046

AEG Aluminium
Pantone: 428 C
CMYK: 27/19/19/1
RGB: 195/196/199
HEX: #C3C4C7
RAL: 7035

AEG White
CMYK: 0/0/0/0
RGB: 255/255/255
HEX: #FFFFFF
RAL: 9016

Our tertiary palette specifications

The tertiary palette is an integral part of our visual identity and brings richness, expression, depth, and dimension to our photography and physical styling. A selection of dark, light, and mid tones, across four colour groups brings a sophisticated and premium feel.

The tertiary colours must be used carefully. We recommend using one colourset from the tertiary colour wheel combined with our red and neutral tones.

To support the red and neutral tones when creating an overall style and direction. Our tertiary palette should only comprise 10-20% of the overall image.

The tertiary palette values are to be used as a guide when colour matching props for photography and styling, and for post-production (e.g. retouching and grading).

Greens

CC Green 1
RGB: 64/71/43
Hex: #40472B

CC Green 2
RGB: 71/110/69
Hex: #476E45

CC Green 3
RGB: 191/166/77
Hex: #BFA64D

CC Green 4
RGB: 186/186/122
Hex: #BABA7A

Blues

CC Blue 1
RGB: 22/53/128
Hex: #163580

CC Blue 2
RGB: 43/74/125
Hex: #2B4A7D

CC Blue 3
RGB: 105/152/218
Hex: #6998DA

CC Blue 4
RGB: 138/163/201
Hex: #8AA3C9

Pinks

CC Pink 1
RGB: 123/74/81
Hex: #7B4A51

CC Pink 2
RGB: 185/112/122
Hex: #B9707A

CC Pink 3
RGB: 244/148/162
Hex: #F494A2

CC Pink 4
RGB: 252/203/210
Hex: #FCCBD2

Purples

CC Purple 1
RGB: 53/0/64
Hex: #350040

CC Purple 2
RGB: 133/36/112
Hex: #852470

CC Purple 3
RGB: 133/84/153
Hex: #855499

CC Purple 4
RGB: 163/139/201
Hex: #A38BC9

AEG gradient

Anchor 1

There is a set way for creating the AEG Carbon gradient. Follow the steps in the program of your choice on how to create the gradient. The AEG gradient is a blend of AEG Carbon and AEG Carbon light.

We can change the angle of the gradient so that it isn't always positioned horizontally. This helps to keep the gradient interesting.

Never “eye drop” from existing files; please use correct colour codes provided in these guidelines.

AEG Carbon

RGB: 14/20/20

HEX: #0e1414

AEG Carbon Light

RGB: 74/74/76

HEX: #4a4a4c

Red thread opportunities in photography

Our goal is to ensure a red thread is present
in all image types across the consumer journey.Red tones should be used in an authentic way, for styling of characters and/or environments. They should enhance an image and allow for the product to be hero and stand out, not detract from the focus of the image. Carbon and neutral tones are used to support, complement, and add balance.

There are multiple opportunities for our red tones to feature in our photography:

Props
Items or objects used to help create a scene and/or support a visual concept or message.
Environments
The interior features that makes up the set design; walls, floors walls, furniture, décor.
Clothes and accessories
The styling of our characters; clothes, footwear, accessories.

Our tertiary palette in photography

The use of the tertiary palette is important in establishing a distinct and consistent AEG art direction.

The tertiary colours must be used carefully. We recommend using one colourset from the tertiary colour wheel combined with our red and neutral tones.

To support the red and neutral tones when creating an overall style and direction. Our tertiary palette should only comprise of 10-20% of the overall image

Colour don'ts

Don’t use the AEG Carbon gradient.

Don’t lead with AEG Carbon, always lead with our red tones.

Don’t use AEG Carbon with AEG Carbon, always ensure a red thread.

Don’t use Light Burgundy for an applied colour background when AEG Red needs to be clearly visible.

Don’t overuse AEG Red, it should always be used for our logo then sparingly for buttons, emphasis, highlights, and interactive states.

Don’t use our tertiary palette for applied colour; they should only be used within photography art direction.

Don’t colour type, unless it is providing functionality e.g. highlighting an interactive element.

Don’t lead with our tertiary palette, always lead with our red tones. Our tertiary palette should only comprise 10-20% of the overall image.