Functional use

The functional use of colour refers to use in graphics. Legibility and the desired colour contrast must always be ensured.

Text colour

When it comes to the colour of the text, it is important to keep a good balance between the colours used.

Preference should always be given to:

• Green text on a white background or white text on a green background.

• The brown text is more for use in body copy.

• White text over images is allowed, as long as legibility is not impacted. If a text is no longer legible, one of the darker shades of brown can be used.

Icon colours

Similar rules also apply to the colours used for icons. Preference should always be given to:

• Green icons on a white background or white icons on a green background.

• Brown icons are not allowed.

• White icons over images are allowed, as long as the icon legibility is not impacted. Because brown icons are not allowed, care should always be taken to ensure that the background provides enough contrast.

Partnership

When working with an organisation for a certain event, for example, the intention is certainly not to adjust the colours from the image to colours from the Bebat palette. Both parties’ brand IDs must remain unmanipulated in order to maintain consistency and brand recognition. There must always be a realistic feeling with the images.

Themes

When Bebat communicates on its own behalf, the identity must stand out. The customer or observer must be able to make the link with the brand immediately. For example, the Christmas cards must always be created using the Bebat colours. The context colours to be used depend on the subject, theme, season, etc.

Ratio of colours

The balance between colours is also very important for the right brand look. We generally keep the same balance as in the logo: 60% white, 30% green, and 10% brown. The balance between green and white can change, depending on whether positive or negative layouts are used. The use of brown always is always around 10%.

Activation

The colours can also be used functionally to highlight certain elements. Things that must catch the eye or trigger the observer must be given an appropriate colour.

Orange

The colour orange (colour of service) immediately catches the eye and has a clear visual identity. This colour may only be used functionally or in photography. Some specific applications are shown next to this text. The use of colour in photography is discussed further in the guide. Orange-red is associated with danger in the functional use of colour.