Brand Guidelines / Brand Identity
Color
Armada is fundamentally a black and white brand. Greyscale is the canvas: clean, authoritative, timeless. Blue is the only color. It appears sparingly, and when it does, it carries weight.
Color proportions
80% Black / Dark
12% White / Light
8% Armada Blue
These proportions aren't exact targets. They are a way of thinking. Black and white are the brand. Blue is the only signal color, and it should feel like one. When blue fills a layout, it loses its power.
Primary: Blue
Armada Blue
#297FFF
#297FFF
Primary accent. CTAs, links, active states, key UI signals. Use sparingly. When it appears, it should mean something.
Dark Blue
#113263
#113263
Deep backgrounds for blue-toned surfaces. Works behind white type. Not a substitute for black.
Neutrals
Black
#000000
#000000
Primary background for all external-facing brand work. Presentations, website, printed materials.
White
#FFFFFF
#FFFFFF
Primary text on dark backgrounds. Logo lockup on dark. High-emphasis text.
Off-White
#F5F5F5
#F5F5F5
Light-mode canvas for print and light-background contexts. Secondary text and subtle surfaces on dark.
Black and white are the brand. Every layout starts here. Color is added with purpose, not decoration.