The colors we have chosen are to represent our diversity and attitude to Brave. They range from cooler to warmer colors which
work well together. Care should be taken to select the appropriate color for the message and audience.
Use red when you want to attract attention, or create a sense of security. Use the blues when you want to look authoritative,
inspire trust or play safe. Green to emphasise your environmental credentials or create a sense of calm. Orange to inspire optimism
or feel funky and young. Yellow to make a quick impression, feel bright and optimistic. Use Purple to represent insight, wisdom
and to stand out of the crowd and pink to draw attention or demonstrate warmth.
For applications using the four color process, the Shire corporate color palette can be reproduced using the CMYK breakdown shown.
Additional colors my be used to differentiate between parts of a presentation or website or to add vibrancy to corporate documents.
There may be times when it is appropriate to use tints of our colors. These can be useful for navigation and in PowerPoint for charts, graphs and tables.
We recommend the following percentage tints: 100%, 80%, 60% and 40%.
The Shire logo is a single element and must be reproduced in a single color. The Shire corporate color palette is
illustrated in sections 1.8 and 1.9 and uses the PANTONE MATCHING SYSTEM®.
Our logo may be reproduced in any of the Shire corporate colors. Where there are print or cost restrictions the black
logo may be used. The logo can also be reproduced reversed white out of a color or image provided it is a strong enough
color to hold the logo.
