# #172f96

A color — cool, vivid, technical, modern. Deterministic analysis from BrandSweets (no inference).

## Values

- Hex: `#172f96`
- RGB: rgb(23, 47, 150)
- HSL: hsl(229, 73%, 34%)
- OKLCH: oklch(0.366 0.17 266.7)
- Relative luminance: 0.0442
- Nearest named color: Deepsea Kraken (#082599, Δ 2.577) — https://brandsweets.com/colors/deepsea-kraken
- Moods: cool, vivid, technical, modern
- Page: https://brandsweets.com/colors/172f96

## Tints & shades

- Tints (toward white): #1c37b0, #2040cf, #3050df, #4f6ae3, #6980e8, #8397ec, #a2b1f1, #bdc7f5, #dce1f9, #f6f8fe
- Shades (toward black): #152b89, #13267c, #11226e, #0f1e61, #0d1a54, #0b1647, #091239, #070e2c, #050a1f, #030512

## Harmonies

- Complementary: #967f17
- Analogous: #176e96, #3f1796
- Triadic: #96172f, #2f9617
- Split-complementary: #963f17, #6e9617
- Tetradic: #96176e, #967f17, #17963f

## Colors that go with #172f96

Named partners (harmony on the OKLCH wheel, co-occurrence in curated palettes and brand systems, and the neutrals that carry it), best first:

- **Steel Blue** #4682b4 [harmony, pool: analogous] — Steel Blue is #172f96's neighbour on the wheel, so the two read as one family — use it for hover states, gradients and secondary surfaces. Seen in: Hershey's (https://brandsweets.com/colors/brands/hersheys-com), Fintech Trust (https://brandsweets.com/palettes/cool#fintech-trust), Glacier (https://brandsweets.com/palettes/cool#glacier), Plaid (https://brandsweets.com/colors/brands/plaid-com). — https://brandsweets.com/colors/steelblue
- **Blue** #0000ff [pool] — 6 real palettes, including Procter & Gamble's brand system and CVS's brand system put Blue beside #172f96, as the supporting colour. Seen in: Procter & Gamble (https://brandsweets.com/colors/brands/pg-com), CVS (https://brandsweets.com/colors/brands/cvs-com), Tesco (https://brandsweets.com/colors/brands/tesco-com), Alaska Airlines (https://brandsweets.com/colors/brands/alaskaair-com). — https://brandsweets.com/colors/blue
- **Charcoal** #36454f [role, pool] — Charcoal is the text near-black for #172f96: softer than #000 and cool enough to feel like part of the same palette. Seen in: dbt Labs (https://brandsweets.com/colors/brands/getdbt-com), Boeing (https://brandsweets.com/colors/brands/boeing-com), CeraVe (https://brandsweets.com/colors/brands/cerave-com). — https://brandsweets.com/colors/charcoal
- **Crimson** #dc143c [pool] — Crimson is paired with #172f96 in 8 real palettes, including Pepsi's brand system and Casper Sleep's brand system, as the supporting colour. Seen in: Pepsi (https://brandsweets.com/colors/brands/pepsi-com), Casper Sleep (https://brandsweets.com/colors/brands/casper-com), Nintendo (https://brandsweets.com/colors/brands/nintendo-com), Walgreens (https://brandsweets.com/colors/brands/walgreens-com). — https://brandsweets.com/colors/crimson
- **Denim** #1560bd [pool] — Designers have shipped Denim with #172f96: 8 real palettes, including Warbyparker's brand system and Unilever's brand system, as the accent. Seen in: Warbyparker (https://brandsweets.com/colors/brands/warbyparker-com), Unilever (https://brandsweets.com/colors/brands/unilever-com), Hasbro (https://brandsweets.com/colors/brands/hasbro-com), Bank of America (https://brandsweets.com/colors/brands/bankofamerica-com). — https://brandsweets.com/colors/denim
- **Royal Blue** #4169e1 [pool] — Royal Blue is paired with #172f96 in 8 real palettes, including Nivea's brand system and Nokia's brand system, as the supporting colour. Seen in: Nivea (https://brandsweets.com/colors/brands/nivea-com), Nokia (https://brandsweets.com/colors/brands/nokia-com), Discord (https://brandsweets.com/colors/brands/discord), NHL (https://brandsweets.com/colors/brands/nhl-com). — https://brandsweets.com/colors/royalblue
- **Tomato** #ff6347 [pool] — 5 real palettes, including dbt Labs's brand system and FedEx's brand system put Tomato beside #172f96, as the lead colour. Seen in: dbt Labs (https://brandsweets.com/colors/brands/getdbt-com), FedEx (https://brandsweets.com/colors/brands/fedex-com), Etsy (https://brandsweets.com/colors/brands/etsy-com), Fivetran blue (https://brandsweets.com/colors/brands/fivetran-com). — https://brandsweets.com/colors/tomato
- **Olive Green** #808000 [harmony: complementary] — Olive Green sits directly opposite #172f96 on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. — https://brandsweets.com/colors/olive

## Contrast (WCAG 2.x, as text)

- On white (#ffffff): 11.15:1 — AA pass, AA-large pass, AAA pass
- On black (#000000): 1.88:1 — AA fail, AA-large fail, AAA fail. Fix: AA: text → #4f6ae3 (4.5:1); AA: background → #a6a6a6 (4.58:1); AAA: text → #7f93eb (7.28:1); AAA: background → #cfcfcf (7.16:1)

## Brands using this color

- **Tide** — primary #1b3392 (Δ 1.224) — https://brandsweets.com/colors/brands/tide-com
- **PayPal** — primary #042c94 (Δ 1.647) — https://brandsweets.com/colors/brands/paypal-com
- **Hershey's** — secondary #003594 (Δ 1.675) — https://brandsweets.com/colors/brands/hersheys-com

## Fonts for this mood

- technical: https://brandsweets.com/fonts/mood/technical
- modern: https://brandsweets.com/fonts/mood/modern

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/172f96-9c9fc4-df7e4e-231f2d-e9eef1?lock=0&style=vibrant
(Humans lock/regenerate in the tool; the URL is the state — read `lock=` back to see what they kept.)

## Connect an agent

Point any MCP client at the BrandSweets colors endpoint for the same engine:

- Endpoint: https://mcp.brandsweets.com/colors/mcp
- Tools: `analyze_color` (e.g. `analyze_color({ color: "#172f96" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.