The Amplitude identity has a rich and diverse color palette that enables our brand expression to flex from mild to wild in a considered, coherent way. A suite of five primary Amplitude Blues is complemented by nine accent colors, as well as black, white, and a suite of grays. All of our colors work together to create a balanced, ownable aesthetic.
This page defines the guardrails of how these colors should be applied.
The palettes
The Amplitude color system consists of three tiers:
Color palette:
Consisting of Amplitude Blue and eight complementary accent colors.
Black and white:
All typography primary colors are set in black or white. Type color depends on the background color it sits on. White plays an important role in our brand identity, helping to create a sense of space and simplicity.
Grays:
A family of grays are used to complement the rest of our color system and create tonal depth.
Color composition
Here is our guidance on how prominently to apply each color within our primary palette within compositions. Some colors should be applied more prominently than others. It is important that this balance is met within each composition to ensure it remains on brand for consistency and recognition.
Color and our logo
The Amplitude logo can only ever be set in black, white, and Amplitude Blue.
Typography and color
Typography can be applied in black-on-white backgrounds and white-on-black backgrounds. Typography can also be applied in one of the Amplitude Grays, depending on the background color. Use Gray 10 to 50 for typography on black backgrounds and Gray 60 to 100 for typography on white backgrounds.
Typography can be applied in black- or white-on-colors from the Amplitude Primary Palette. Set typography in black when sitting on a light color background and in white when sitting on a dark color background.
