✳ Free tool
Brand palette generator.
One color in, a palette out.
Pick your brand color. We'll build the tints, shades and companion accents around it, and tell you which text colors are safe on top. Click any swatch to copy its hex.
What each swatch is for
- Brand — your hero color: buttons, links, the logo.
- Tint & Wash — lighter siblings for hover states, highlights, and soft section backgrounds.
- Shade — the darker version for pressed states and hover on the brand color itself.
- Ink — a near-black tinted toward your hue; use it for text instead of pure black, it feels warmer.
- Accent + tint — a complementary color for the rare moment that must stand apart from the brand color: alerts, tags, charts.
- Neutral — an off-white with a whisper of your hue, for page backgrounds.
Why contrast matters
A palette that fails contrast isn't a palette, it's a lawsuit and a squint. Each swatch here is checked against white using WCAG math — "AA on white" means you can safely set body text in it, "large text" means headlines only, and "decorative" means backgrounds and shapes, never words.
Questions we hear a lot
How many colors should a brand palette have?
Fewer than you think. One dominant brand color, one or two accents, a dark 'ink' for text, and a couple of light tints for backgrounds covers almost every real situation. Big palettes read as indecision.
How do I pick the base color?
Start from the feeling you want to own, then check the neighborhood: if every competitor is blue, blue makes you wallpaper. Test it small (a favicon) and large (a wall of it) before committing.
What does 'AA on white' mean?
It's a WCAG accessibility rating. A contrast ratio of at least 4.5:1 against white means normal-size text in that color is comfortably readable — required for body text on most accessibility standards. 3:1 passes only for large headlines.
Can I use the generated palette commercially?
Yes — colors can't be owned by a tool. Copy the hex codes and go build.
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